To attract more online sales, Walmart and other retailers are offering free two-day shipping and other benefits.

One of America’s biggest shopping days of the year might not have as many in-store shoppers this holiday season. Only 37 percent of consumers plan on stepping foot in an actual store on Black Friday, according to a survey from customer-experience solution provider Genesys.

There’s not much appealing about standing in long lines and dealing with grumpy holiday shoppers to get those deals. In fact, 31 percent of respondents said going into a store on Black Friday just isn’t worth the hassle.

Most Younger Black Friday Shoppers Still Plan to Buy In-Store

The Genesys survey also found that people who dread the Black Friday retail experience the most are the ones who have dealt with it the longest: Only 25 percent of consumers ages 55 and older will visit a store this Black Friday. However, 60 percent of shoppers between the ages of 25 and 34 plan to brave the crowds.

Why More Black Friday Shoppers Prefer to Buy Online

Black Friday 2017 saw record sales as American shoppers spent $5 billion in 24 hours through various retail websites. And Cyber Monday broke its own record that year as well, attracting $6.59 billion in online sales.

More holiday shoppers prefer to go online these days for a number of reasons: Many of the best deals are available online. Also, convenience is king — and retailers often offer free shipping. People also want the best shopping experience possible — that means avoiding long lines or physical altercations over merchandise. They also want solid customer service: Seventy-two percent of survey respondents said they sometimes or always bought items from a business solely because of that brand’s customer service reputation.

At least one of the biggest retailers is featuring discounts heavily in the run-up to Black Friday. Walmart is marketing its free two-day delivery option with ads emphasizing “no membership needed.” That could give Amazon a run for its money on Black Friday — and throughout the rest of the year, too.

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